How CMOs can use Social Tactics to Outsell Sales

I'm presenting a session about embracing Buyers’ Journey during DemandCon, taking place in San Francisco during March 5-7, 2012. Click through to see more details...  

Necessity is the Mother of Invention

The Buyers' Journey methodology we developed and help companies implement was born from my days as a serial CMO.   There just had to be a better way to drive Marketing ROI and pipeline.  The principles of customer centric marketing, integrated marketing and so on do little to dramatically 'move the needle' on understanding how B2B buyers purchase in the social era. These marketing principles are much like sales training, another artifact of yesteryear.  Do more of what 'appears' to work without really understanding the 'whys' and 'hows'.  The Buyers' Journey came out of trying to understand, from the prospects' and customers' perspective, how their approach to buying a piece of software, equipment or technology service had changed and why.  

Speaking about Buyers Journey at NAWBO Silicon Valley

Come join me on November 15th for dinner and a talk at 6pm to the NAWBO Expo about the Buyers Journey. Location is at the Biltmore Hotel & Suites, 2151 Laurelwood Road, Santa Clara, CA 95054. Growth in this economic rebound has a different set of rules: Markets are transparent, buying is social, products and services must be sticky, buyers place more importance on the lifetime experience than on the purchase, and they expect to realize value long before they purchase your solution. To grow in this new economy demands that companies adjust not only how they market and sell but drive faster revenue cycles.  

Defining Sales & Marketing Optimization

The need to do more with less, faster has brought sales and marketing to figure out how to work better together.   There is antidotal evidence that over one-third of all B2B companies starting talking about improving their sales and marketing alignment in the middle of last year.  Most of the talk is around lead management - how to get more leads and sales to follow them up.  And there are the inevitable side conversations about marketing or sales leadership and if it is time for a change. These are all good conversations as it means people are open-minded to change on some level.  

Doing Double Time

Aligning Sales and Marketing is on the top of every CEO's list.  The state of the economy demands it, competitiveness requires it, and employees expect a healthy, collaborative company culture.   Alignment is achieved through culture, process and technology.  Much progress has been made in the last area - technology - with automated lead management and marketing automation systems.  Yet technology is not the cure all, you still need to transform your culture and processes.